B2B Marketing is changing faster than most marketers appreciate and act. This session looks at 7 emerging trends in B2B marketing and challenges the audience to question conventional marketing wisdom and re-think how they build brand and generate revenue. After this session you’ll leave with the following insights:• An appreciation for the true value of thought leadership• An admiration for the Disney model of “total merchandising” and how to apply it to your marketing• An approach to scaling your brand through your most valuable touchpoint: your employees

Hue Du, Director of Marketing at Equipment Depot, provides insights into how she led a holistic marketing overhaul to America’s largest independent material handling and rental company. From elements of brand transformation to go-to-market strategies, Hue shares her experiences and approaches to digital and content marketing, sales support and demand generation.

Having worked at Ford and Hyundai, where marketing resources were readily available – significantly larger internal marketing teams, advertising agency with global offices, $500M+ budgets – the rebranding efforts at an industrial equipment sales and rental company was an extraordinary undertaking. Despite all the hurdles, Hue was successful in transforming a lackluster, unassuming brand into a more sophisticated, sexy brand that now stands out in the marketplace and engineered to attract more business. This rebranding enables Equipment Depot to stand apart from, not only, its key competitors but the entire industry.

Equipment Depot has received recognition locally and nationally – an ANA 2017 B2 Award for rebranding and four AMA 2017 Crystals Awards. Most importantly, the brand transformation, along with other key marketing initiatives has helped Equipment Depot grow revenues in the short-term, and is now set up to continue on its growth trajectory long-term as well. Join us to learn how you can apply these same principles to growing your business and brand.Hue DuVP of Marketing and CommunicationsEquipment Depot

III. Take Action: How to Ignite the B2B Customer Experience Right Now (11:30-12:15pm)

It is simply not enough to effectively deliver a product or a service anymore. B2B brands must absolutely own the entire customer experience. Too often there are moments where your customers become disconnected and can eventually disappear completely.

gyro's Christina Olivera Heise will share actionable insights for developing a magnetic and truly differentiated experience throughout the entire customer life cycle. She will identify key moments where the experience could be suboptimal and share solutions to preempt potential pitfalls. She will also explore the vast CX landscape from digital solutions like bots, to communication protocols, to change management and operational improvements.

Cristina Olivera HeiseVP of Buyer Experience Planninggyro

LUNCH (12:15-1:00pm)

IV. Man, Machine, and Creativity: IBM Watson (1:00 – 1:45pm)Creativity has always been uniquely human. But today, creative thinkers are exponentially enhancing how they create and innovate with the help of cognitive systems like IBM Watson. In this session, Cecilia Correa of IBM and Liam Parker of Ogilvy will share how creative professionals are tapping into the massive data of social conversations, images, videos, sounds, colors, flavors and more to extend their own talent and explore areas that were not possible without cognitive systems.

Maria Cecilia CorreaDirector, IBM AdvertisingIBM

Liam ParkerSenior Partner, WW Managing DirectorOgilvy

V. ANA B2 Awards for B-to-B Marketing Excellence(1:45 – 2:30pm)

Discuss the ANA's business-to-business awards program, the B2 Awards, and how B-to-B Committee members can become more involved as entrants and judges, recognizing true excellence in B-to-B marketing that drives business results and growth.

Michael PalmerEVPANA Business Marketing

Arthur TharpeSr. DirectorANA Business Marketing

ANA Committee Member Testimonials

"ANA Committees offer an excellent chance to network while also hearing exciting things happening across the different industries which can make us all better."Brad Lemons, SVP – Customer Insights Analytics, Nationwide

Want More Great Content?

ANA members have exclusive access to a curated marketing knowledge center of best practices, case studies, and research. You can search our insights library here:

Cookie Preferences

The ANA asks you to accept cookies for performance, social media and advertising purposes. Social media and advertising cookies of third parties are used to offer you social media functionalities and personalized ads. To amend your preferences you can visit "Cookie Settings" at the bottom of the website. To get more information about these cookies and the processing of your personal data, check our Privacy and Cookie Policy. Do you accept these cookies and the processing of personal data involved?

Functional

These cookies are required for basic site functionality and are therefore always enabled. These include cookies that allow you to be remembered as you explore the site within a single session or, if you request, from session to session.

Performance

These cookies allow us to improve the site’s functionality by tracking usage on this website. In some cases these cookies improve the speed with which we can process your request, allow us to remember site preferences you’ve selected. De-selecting these cookies may result in poorly-tailored recommendations and slow site performance.

Social Media and Advertising

Social media cookies offer the possibility to connect you to your social networks and share content from our website through social media. Advertising cookies (of third parties) collect information to help better tailor advertising to your interests, both within ANA’s website(s) and on other websites and online services. In some cases, these cookies involve the processing of your personal data. For more information about this processing of personal data, check our Privacy and Cookie Policy. De-selecting these cookies may result in seeing advertising that is not as relevant to you or you not being able to link effectively with Facebook, Twitter, or other social networks and/or not allowing you to share content on social media

The ANA asks you to accept cookies for performance, social media and advertising purposes. Check our Privacy and Cookie Policy for more information.